Dr. S. M. Hegner, Sabrina

Assistant professor of Consumer Psychology

Availability	:	On appointment
Office	:	Cubicus, room C 223
Telephone	:	+31 (0)53 – 489 2730 +31 (0)53 – 489 3287 (secretary)
Fax	:	+31 (0)53 – 489 4259

e-mail	:	s.hegner@utwente.nl

Expertise

Majoring in consumer psychology at the University of Mannheim as well as doing a master degree in business at the University of Western Sydney have equipped me with an interdisciplinary view. Doing my PhD on intercultural brand management at the University of Bremen as well as lecturing and conducting research and consulting projects in India, South Africa, USA, UK, Germany, and Belgium I am particularly interested in the intercultural differences of consumer perceptions of brands.

Related interests include the interface of positive psychology and consumer behaviour, with a specific focus on how brand activities affect the wellbeing of consumers in an international setting.

Branding

·	Intercultural Consumer Psychology

·	Positive Psychology

Education

• Commercial Communication and Marketing Psychology
• Marketing Communication
• Supervisor BSc and premaster assignments
• Supervisor MSc thesis projects

Publications

Hegner, S. (2012). Die Relevanz des Vertrauens für das identitätsbasierte Management globaler Marken - Ein interkultureller Vergleich zwischen Deutschland, Indien und Südafrika, Wiesbaden.

Burmann, C., Hegner, S., & Riley, N. (2009). Towards an Identity Based Branding, Marketing Theory, 9 (1), 113-118.

Hegner, S. (2008). Self-Congruity and Consumer Behaviour – A Meta-Analysis, Saarbrücken.

Conference Contributions

Hegner, S. (2010). Is there a Cultural Influence on Brand Trust? Forschungstagung Marketing, Graz, Austria.

Hegner, S. (2010). The Relevance of Trust for the Success of Brands – A Cultural Approach. Marketing Science 2010, Cologne, Germany.

Hegner, S. (2010). The Relevance of Brand Trust – A Cultural Approach. Thought Leaders International Conference on Brand Management, Lugano, Switzerland.

Hegner, S. (2009). Self-Congruity and Consumer Behaviour – A Meta-Analysis. EMAC 2009, Nantes, France.

Hegner, S., Stichnoth, F., & Burmann, C. (2009). Management and Effects of Consumer-Brand Relationships. Thought Leaders International Conference on Brand Management, Athens, Greece.

Stolle, W., Burmann, C., & Hegner, S., (2009). Global Brand Image Management in Heterogeneous Markets – Culturally Moderated Effects in the International Perception and Evaluation of Brand Images. Thought Leaders International Conference on Brand Management, Athens, Greece.

Hegner, S. (2009). How to Build Trust in an Intercultural Context. Forschungstagung Marketing, Potsdam, Germany.

Hegner, S. (2008). Brand Image, Self-Congruity and Consumer Behaviour. Thought Leaders International Conference on Brand Management. Birmingham, UK.

Hegner, S. (2008). Determinants and Effects of Market Orientation. Forschungstagung Marketing, St. Gallen, Switzerland.

Burmann, C., Hegner, S., & Riley, N. (2008). Towards an Identity Based Branding. EMAC 2008, Brighton, UK.